Use Amazon SEO to Get Top Ranking in Product Searches


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There is plenty you can do to rank your products higher in Amazon’s organic search results. Here are some lesser-known Amazon SEO tricks to rise to the top.

Besides spending on Amazon Ads, there is plenty you can do (at no cost other than your time) to rank your products higher in Amazon’s organic search result listings. Here are some lesser-known Amazon SEO tricks to get you into that coveted top ranking tier.




Amazon SEO Trick #1: Target products that complement your product.

When a shopper is browsing a results page after searching for a product on Amazon, they will see near the bottom of their screen a section called “Frequently Bought Together.” Everything they see there is something that complements the product displayed on the details page.

Complementary products displayed in this section are ones that influence the demand for the searched-for item and can be sold together (like loose tea and tea strainers, for example).

You can target keywords for complements to your product in bullet points, hidden keywords, and in the product description itself. Doing this will surface your products in the “FBT” section.



Amazon SEO Trick #2: Remember to use the “magic bullet” (points).

The product details page is where you present all the best features and benefits of your product, in the form of concise bullet points. If you couldn’t fit some keywords into your product title, you can put them here.

Preferring what’s easy to read at a glance, people often look at bullet points rather than lengthy descriptions, so they may even skip over your main product description and go straight to your Product Details. Bullet points which include your keywords will not only boost your product ranking in search results, but can help win over conversions for shoppers in a hurry.


Bullet List character constraints: choose words carefully.

Amazon puts limits on character counts in the product listing. You have to be concise and deliberate with the words you choose.  You get just 5 bullets for a product listing, and this is valuable real estate on the page. Use it wisely.

Use bullet points to tell shoppers what is unique about your product.

  • Every bullet point is limited to 500 characters. Still, this is plenty of room for you to use your keywords in a natural style.
  • Include details like size, shape, color, and dimensions.
  • Don’t mention promotions or pricing details here.




Amazon SEO Trick #3: Make use of “Hidden Keywords.”

Perhaps you’ve heard of “hidden keywords.” Maybe you’ve stumbled across something called “search terms.” They mean the same thing; each is a reference to the keywords you’re permitted to enter at the back end of your Amazon seller account.

Basically, hidden keywords are your third and last opportunity (other than paid ads) to give Amazon more information about your product. Consumers don’t see hidden keywords but you will still want to add them. The important thing is that Amazon’s search engine will see the hidden keywords. It’s one more little search results booster you can use that most competitors are probably ignoring.

In SEO terminology, a hidden keyword is a lot like alt text you might add for a website image—but it’s for a product image instead.

You only have 250 characters per product for back-end keywords. Don’t repeat terms from your product title and bullet points. Instead, add the other ancillary keywords you couldn’t fit into product descriptions and bullet points. Since the search crawler doesn’t need them as separators, don’t use commas. That way you can fit the max number of keywords that you couldn’t use elsewhere into this field.

These three hacks will help you rise to the top of search results, but you also have to know what are the best keywords to choose. To learn about that, see our previous article on choosing keywords.

Learn how quality data can assure success on Amazon.

Julie Stewart

My mission at Shoppingfeed is explaining how to leverage e-commerce platforms and SaaS technology to e-merchants who just want to run their business and make more money.

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